Ralph Lauren was really facing two big challenges in 2020. First off, people were not shopping or visiting brick and mortar stores, so Ralph Lauren needed to find a way to meet consumers where THEY were. Second, Ralph Lauren wanted to innovate some place where they can reach a younger generation - Gen Z more specifically. They needed to reach the right people in the right place, and they needed to put their products and brand value at the forefront.

Ralph Lauren was going to change the world of retail forever by going completely digital with the help of Snapchat and Bitmoji - two apps built around mobile communication and meaningful connections. People’s digital selves were going to be wearing Ralph Lauren while they communicated virtually with family and friends. Everything about the Ralph Lauren brand was going to be transformed into the Bitmoji world - iconic outfits, their websites, social channels, photoshoots, and more. Ralph Lauren was going to put on multiple experiences and virtual events while keeping Bitmoji at its core. A whole new world was going to be created online and specifically for mobile.

Ralph Lauren teamed up with Snapchat - the most popular social media app among U.S. teens - and Bitmoji - the world’s most popular avatar, in order to become the center of mobile communication. The Ralph Lauren and Bitmoji design teams worked together to start designing the outfits - which took months of work! Every detail - every stitch - was taken into consideration. Iconic looks were chosen and translated across both 2D and 3D medium and across multiple body types. In the meantime, Ralph Lauren started revamping their digital presence. Their app, homepage, and product pages were all re-imagined for Bitmoji. Consumers were going to be “shopping the looks'' through Bitmoji. Content would be created for social channels, with special integrations into Organic Bitmoji content on Snapchat. Ralph Lauren, Snapchat, and Bitmoji also created various virtual events and experiences.

On August 6, 2020, the team globally launched a Ralph Lauren-inspired wardrobe featuring 12 curated looks and multiple garments with billions of combinations. The Ralph Lauren and Bitmoji design teams spent months designing the outfits together. Every detail - every stitch - was taken into consideration. Iconic looks were chosen and translated across both 2D and 3D medium and across multiple body types. Ralph Lauren also revamped their digital presence by redesigning their app, homepage, and product pages for Bitmoji. Content was created for social channels with special integrations into Organic Bitmoji content on Snapchat. At launch, social channels were buzzing, as consumers were eager to personalize and match (#twin) their outfits with Bitmoji. When concerts ceased, the team approached Chance the Rapper to serve as an unofficial mascot. He was turned into a Bitmoji, was included within an Augmented Reality waiting room, and performed an exclusive concert for fans.

20 Million users dressed their Bitmoji in Ralph Lauren and around 550 Million tried on the Ralph Lauren Bitmoji outfits. 70% of Users were Gen Z and 50% new customers to Ralph Lauren. Based on PR, promotions, and paid media, Ralph Lauren x Bitmoji saw around 2 Million global impressions on that alone. The campaign is still live and the Ralph Lauren clothes are still available for users everywhere. People everywhere continue to wear Ralph Lauren clothes on their Bitmoji and continue to communicate every day with Bitmoji through their keyboard, emails, and across Snapchat. If you ask Ralph Lauren and Bitmoji why this campaign was successful? They would say that they were able to offer self-expression and connection during one of the most difficult times globally. Ralph Lauren x Bitmoji gave people everywhere a reason to dress up and have fun.